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PR in Italy
 

PR in Italy

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    PR in Italy PR in Italy Presentation Transcript

    • Italian PR Market Ilaria Bettinelli Oana Scarlatescu
      • E xcellence in PR requires knowledge of the culture
    • Country Profile (I)
      • Politics
        • Parliamentary democracy
        • E.U, NATO & G8 membership
      • Economics
        • 8 highest quality of life index rating in the world
        • 4 th largest E.U economy
        • High levels of freedom to invest, do business and trade
    • Country Profile (II)
      • Infrastructure
        • efficient and modern communication infrastructure
        • 60% of households have internet
      • Media
        • newspaper readership low compared to other EU countries
        • 150 daily newspapers owned by publishing trusts
        • 8 national TV free channels and 800 local ones
        • Rai and Mediaset : 85% of the audience and 90% of advertising revenues
    • Culture
      • Medium – high power distance
      • Individualistic
      • High uncertainty avoidance
      • High masculinity
      • Long-term vision
    • PR market characteristics
      • Gruning’s models
        • two way assymetrical model in Public Affairs
        • two way symetrical model in Corporate PR
      • Categories of assymetry
        • efficiency, elitism, conservatism, central authority
      • Categories of symetry
        • innovation, responsibility, solution for crisis and conflicts
    • Quantitive PR data
      • 172 PR companies
    • Top 5
      • Barabino & Partners
      • Eprcomunicazione – Gruppo Mediante
      • Edelman
      • MN- Gruppo Mediante
      • Noesis
    • Barabino & Partners
      • 20 years of experience
      • International
      • Milano, Rome, Genova
      • London, Brussels, Berlin
      • Strategic consulting
      • Media Relations
      • Internal Communication
    • PR client sectors Media Services Health care Hi-tech Food industry Financial system
    • Main PR areas Media relations Internal communication Event management Public affairs
    • Investment in PR Up to 100.000 E 100 – 500.000 E over 500.000 E 0 31 10 8 Interviewed Companies 51
    • PR roles
      • Networking
      • Support the organizational development
      • Reputation management
      • Fundamental role in an organization
      • Strategic role
      • Visionary role
      • Tailored to market needs
    • PR as adviser 71% Absolutely agree 20% Absolutely disagree 6% Somewhat disagree 23% Somewhat agree 51% Hi-tech (84%), financial and insurance companies (81%) and fashion industry (80%) absolutely agree Public administration (79%) and organizations with internal PR departments (37%) absolutely or somewhat disagree
    • PR as organizational supporter PR associations (93%) mostly agree 88% Absolutely agree 40% Somewhat agree 48% Somewhat disagree 10% No opinion 1% Absolutely disagree 1%
    • PR as a visionary Fashion industry companies (%) and financial organisations (89%) mostly agree The major corporations (24%), with over 1000 employees, disagree 83% Somewhat agree 64% Absolutely disgagree 4% Absolutely agree 19% Somewhat disgagree 13%
    • PR as management coordinator 74% Somewhat agree 59% Absolutely agree 15% Somewhat disagree 21% Absolutely disagree 5% Pharmaceutical companies (84%) and small organizations (78%) absolutely agree È ‘poco o per nulla d’accordo’ soprattutto chi non ha fatto outsourcing (33%)
    • Italian PR Values Flexibility Integrity Creativity Need oriented Expertise Professionalism PR
    • Perceived PR weaknesses Accessory Rigid Ambiguous activity
    • Perceived PR assets Solution finder Visionary Useful Result oriented Efficiency Empathy Expertise
    • PR officers profile Account managers 5-7 years Economic studies 24% Humanistic studies 32 % PR studies 44 %
    • PR and Public Affairs
      • initial state of development
      • considerable expectations of innovation
      • anglosaxon model > integrated and structured
      • strong relationship between political and business sectors
    • PR and Public Affairs
      • local and central government departments have as media relation responsible
          • a guilded journalist
          • external consultants, free lancers, services and agencies
    • PR and Lobbying
      • most developed strategy of Public Affairs
      • undergoing regulation process
      • approved draft of the law Santagata
        • ethical code
        • free access in the government offices, independent authority and central administration
        • registration in CNEL
        • sanctions
      • The future ?
      • It’s specialization !
    • PR TRENDS • Public affairs (+35%) • Event management (+21% ) • Environmental communication (+11%) • Crisis communication (+10%) • Media relations (+2%) • Financial communication (+1%)
    • PR aspirations
      • Gain more know-how
      • Build a clear identity
      • Gain recognition in society
      • Become consultants not implementers
      • Use web opportunities
      • Thank you for your attention !